How a home goods retailer increased average order value through bundled offers, cross-sell messaging, and UX tweaks.
A deliberate, data-driven approach combined bundles, targeted messaging, and user experience enhancements to lift average order value, demonstrating how thoughtful optimization across product strategy and site flow can unlock meaningful, sustainable growth.
In the crowded world of home goods retail, the company faced a common hurdle: customers would add a handful of items to a shopping cart, but the order total rarely climbed beyond a modest threshold. They needed a strategy that felt natural rather than pushy, one that encouraged shoppers to explore complementary items without interrupting the buying experience. The team began by mapping customer journeys from homepage to checkout, identifying touchpoints where friction or hesitation tended to surface. They then tested a multi-pronged approach: creating curated bundles, refining cross-sell prompts to align with how people actually shop for rooms, and implementing subtle UX changes that highlighted value rather than price alone. The result was more than just higher carts; it was a reimagined shopping narrative.
The first major shift involved bundling products that naturally complemented each other. Rather than listing arbitrary discounts, the team crafted themed bundles—bathroom refresh, kitchen zest, bedroom comfort—that made sense for typical purchases. Bundles displayed clearly with a single price and a compelling value proposition, including a primary item and two or three add-ons that enhanced usability or aesthetics. This strategy allowed customers to perceive savings immediately and feel confident about selecting items they might have otherwise overlooked. The bundles were tested across several product categories, then rolled out sitewide, accompanied by analytics that tracked not only revenue lift but also changes in average order value and item diversity within carts.
Thoughtful cross-sell prompts raised cart value by guiding choices.
The second pillar focused on cross-sell messaging that felt contextually relevant rather than generic. Instead of blanket suggestions, the site began offering recommended companions tied to the customer’s current selections. For example, a customer purchasing a ceramic mug set would encounter complementary items such as a matching tray, a decorative jar, and a coordinating candle that enhanced the overall display. The copy emphasized use-case benefits and visual harmony, not just price. This approach required careful product tagging, improved relevance scoring, and a lightweight recommendation engine that respected speed and privacy. The results included higher engagement with suggestions and more frequent acceptance of additional items during checkout.
UX tweaks were essential to ensure that opportunities to add value felt seamless. The team simplified navigation paths to bundles, introduced visual cues that drew attention to savings, and redesigned the cart to highlight bundle pricing and order totals at multiple steps. They also implemented a sticky cart that remained accessible as users browsed product pages, nudging consideration without interrupting the browsing flow. A/B tests compared the effects of these tweaks against a control experience, measuring not just conversions but also the rate at which shoppers explored suggested items. Overall, UX improvements reduced decision fatigue and created a smoother, more confident shopping journey.
Bundles, cross-sells, and UX build a cohesive shopping ecosystem.
In parallel, the retailer examined pricing psychology and messaging hierarchy to strengthen perceived value. They repositioned bundles as time-saving purchases that delivered complete solutions rather than add-on buys. Messaging emphasized convenience, durability, and consistent quality across assortments, reinforcing trust with customers who cared about long-term satisfaction. The team avoided loud discounts in favor of transparent savings displayed in a way that complements the product visuals. They also experimented with scarcity cues tied to bundles—limited-time availability, low stock indicators, and countdowns—to create gentle urgency without pressuring shoppers. These refinements contributed to higher confidence at the moment of decision.
Inventory management and fulfillment considerations played a supporting but critical role. Bundles were designed to be practical from a logistics standpoint, ensuring components could be assembled efficiently and shipped together without compromising delivery speed. The merchandising team coordinated with operations to align stock levels with bundle configurations, mitigating the risk of backorders that could frustrate customers. By integrating bundling logic into product feeds and CMS workflows, the retailer maintained accuracy across pages and checkout. The combined effect was a more cohesive shopping ecosystem where customers felt they were receiving superior value through thoughtfully composed, easy-to-purchase solutions.
Data-driven personalization deepened value across the funnel.
Customer insights informed ongoing optimization, turning qualitative feedback into measurable improvements. The retailer conducted periodic listening sessions with a cross-functional team—including product, marketing, and customer service—to capture sentiment around bundles and recommendations. They sifted through reviews, support tickets, and in-session analytics to identify patterns in preferences, pain points, and moment-to-moment decision making. These insights guided iterations, such as adjusting bundle contents based on seasonal demand, or swapping in higher-margin components that still delivered perceived value. The process emphasized speed and learning, enabling rapid experimentation while preserving brand integrity and customer trust.
A more nuanced segmentation approach ensured messaging resonated across diverse shopper segments. By grouping customers according to their prior purchases, browsing behavior, and response to previous promotions, the team crafted micro-messages that felt personal rather than transactional. For instance, new customers might see introductory bundles with clear feature highlights, while returning shoppers could encounter loyalty-driven offers that rewarded repeat engagement. The segmentation fed not only marketing communications but product recommendations as well, creating a unified experience where each touchpoint reinforced the same core value proposition and enhanced the likelihood of increasing order totals.
Sustained gains rely on ongoing experimentation and discipline.
The impact on average order value began to emerge steadily as bundles and refined messaging gained traction. More customers added items that complemented their initial selections, leading to higher cart totals without sacrificing satisfaction. The analytics platform tracked lift by category, bundle type, and payer behavior, revealing which combinations delivered the strongest revenue uplift. At the same time, merchant teams monitored checkout friction, ensuring that the added value did not complicate or slow down the process. The balance between persuasive prompts and a frictionless experience proved essential, underscoring that value and ease can coexist when executed with precision.
The retailer then focused on sustainability of gains, guarding against novelty wear-off. They refreshed bundles seasonally to reflect evolving tastes and introduced new cross-sell narratives aligned with current design trends. They also refined post-purchase communications to reinforce the bundled value and suggest complementary items for future shopping sessions. By maintaining a cadence of updates and continuous testing, they avoided staleness while preserving the core strategies that drove higher order values. The outcome was a durable lift in revenue per order, backed by a resilient framework that could scale with growth.
Beyond the numbers, the customer experience stood to improve in qualitative ways. Shoppers reported feeling more confident in their purchases because bundles presented complete, thoughtful solutions rather than disparate parts. The cross-sell prompts felt contextual and helpful, guiding decisions without demanding instant commitment. Meanwhile, UX improvements minimized cognitive load and made the path to a higher-value cart intuitive. The company began to see not only higher average order values but also increased repeat business, as satisfied customers returned for curated sets that aligned with their home aesthetics and practical needs.
Looking ahead, the retailer planned to extend the framework to new channels and formats. Social and email touchpoints would feature bundle spotlights and cross-sell storytelling, while the website would continue to prioritize speed, clarity, and relevance. The ongoing emphasis on customer-centric bundles, precise messaging, and user-centric design formed the backbone of their growth strategy. By marrying product strategy with thoughtful UX and disciplined experimentation, they demonstrated how a home goods business can achieve sustainable, scalable increases in average order value without compromising customer trust or brand integrity.
